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From the column public opinion monitoring series
"Everyone is eager for gold, and the bones are ruined"; "People's words are awesome"; Idioms and concepts such as "Gold cups and silver cups are not as good as the reputation of ordinary people" all illustrate the influence of public opinion. With the development of social economy, the channels of public opinion brewing and communication have already gone beyond the traditional streets and fields. With the expansion of people's social scope and the progress of network communication technology, the influence of public opinion is showing an increasing trend.
As a commercial financial institution based on credit, reputation and reputation, it is more susceptible to public opinion. For example, financial public opinion events such as the "complaint door" of wealth management products of commercial banks, the "cheat door" of securities industry and the "high insurance and low compensation" of insurance institutions all show the opinions of public opinion on the business of financial institutions. Especially in the case of sudden risk events of financial institutions, relevant public opinions will have a greater reputation impact on financial institutions, and even lead to more serious crises such as "bank run". Therefore, financial institutions should attach importance to and establish a normalized financial public opinion monitoring investigation, analysis and management response mechanism.
I. Classification of Financial Public Opinion and Public Opinion of Commercial Financial Institutions
Commercial financial institutions take credit, reputation and reputation as the basic conditions for their business development, and public opinion is an important factor affecting the reputation of financial institutions. For commercial financial institutions, financial public opinion can be divided into two categories: financial institution evaluation public opinion and financial institution event public opinion:
(A) financial institutions to evaluate public opinion
The evaluation of public opinion of financial institutions refers to the evaluation of financial institutions' business ability, operating efficiency and service quality. It mainly includes public opinion based on professional evaluation and public opinion based on customer experience.
1, public opinion of financial institutions based on professional evaluation. Some professional evaluation, evaluation and rating agencies, as well as the media, experts and scholars, will regularly and irregularly form evaluations and ratings of commercial financial institutions through professional models, data surveys and related party surveys. The results will be announced in a certain way, and then the relevant public opinion communication will be formed. This kind of public opinion will affect the reputation of financial institutions, affect the trading choices of customers and potential customers, and thus affect the performance of relevant financial institutions.
2. Public opinion of financial institutions based on customer experience. In the process of business communication between financial institutions' customers and financial institutions, customers' experience information in business activities will be accumulated continuously, and these information will continue to converge into a more consistent public opinion trend in the process of public opinion exchange, thus showing the reputation characteristics of specific financial institutions.
(B) public opinion of financial institutions.
In the case of specific events in financial institutions, especially sudden risk events, the degree of concern about related public opinion will be greatly strengthened, and the reputation crisis of related financial institutions will be triggered, and the spread speed will be greatly accelerated and the spread scope will be greatly expanded. If there is no effective financial public opinion management response mechanism, the reputation risk will be dealt with in a timely and targeted manner, and even a "run" crisis will be triggered.
Second, the public opinion monitoring survey of financial institutions
(A) Mode and subject
1, mode: There are two modes to obtain financial public opinion: passive financial public opinion monitoring mode and active financial public opinion survey mode.
2. Subject: The subjects of financial public opinion monitoring investigation and management here refer to various commercial financial institutions, which mainly include various commercial banks, securities companies, insurance companies, trust and investment companies, financial leasing companies and venture capital companies. Financial institutions can purchase their own public opinion monitoring survey system according to their business scope and characteristics.
(2) Methods and tools
1, the traditional financial public opinion monitoring survey methods, channels and tools include:
Traditional media information channels. Such as periodicals, newspapers, books, radio and television in public media.
Public opinion survey. For example, questionnaire survey is used to understand public opinions and the spread of mobile phone information.
2. New ways, mainly public Internet channels, through professional public opinion monitoring survey software systems, such as <: Know the business situation > , to carry out the monitoring and investigation of financial public opinion.
Third, the analysis of financial public opinion information
Commercial financial institutions can use professional public opinion monitoring survey software systems, such as <: Know the business situation > The collected financial public opinion information is studied and analyzed from qualitative and quantitative methods.
(A) qualitative analysis
1, financial public opinion theme classification. Analyze and find the topics concerned in the public opinion information about finance, and sort them out.
2. Summarize the views of financial public opinion. Different viewpoints will appear based on different topics, and these viewpoints will be summarized and classified.